Consumers’ need to search efficiently for products and services, and to ensure value for money, encourages online shopping and buying, according to new insight from eMarketer.
Growth in UK business-to-consumer (B2C) e-commerce sales (including travel) slowed in 2008, as the recession became a reality for many consumers. The financial squeeze will continue to influence online buying activity through 2010.
eMarketer estimates that 72.5% of UK Internet users will buy at least one item online in 2009. Between 2009 and 2013, the number of online buyers will rise from 26.9 million to 31.8 million—over one-half of the UK population.
Several studies report that UK consumers plan to do more shopping and buying on the Web in 2009.
This, in itself, does not imply higher spending—in fact, finding lower prices online will actually bring down the cost of many purchases.
But millions of people will likely spend a greater proportion of their retail budget on the Web.
Books, CDs and DVDs have long been among the items most often purchased on the Web, but clothing, electronics and groceries are also popular.
“The growing ranks of online buyers are prompting many UK e-tailers to raise their game too—despite pressure on budgets,” said Karin von Abrams, eMarketer senior analyst and author of the report “UK E-Commerce: Fighting the Downturn.”
“Shoppers want robust security, customer service commitments, consumer reviews, and flexible delivery and payment options, so merchants need to deliver these benefits.”
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